Brand Tone

Warm & Welcoming, Enthusiastic & Playful, Authentic & Homemade, Generous & Appreciative, Slightly Indulgent & Treat-Focused

Brand Values

• •Quality: Using high-quality, fresh, and pure ingredients is a recurring theme.
• •Hospitality & Customer Experience: Creating a welcoming, cozy atmosphere and providing good service, rooted in Irish hospitality.
• •Authenticity & Passion: Genuine love for baking ("bakkoningin" Chef Joan) and sharing that passion.
• •Joy & Indulgence: Providing moments of happiness and treats for customers.
• •Community & Connection: Engaging with customers online, valuing business relationships, and being a part of local communities (Dordrecht, Rotterdam, etc.).
• •Family: Highlighting that they are a family business.

Best Practices

• •Create a Brand Voice Guide: Document the key elements of your tone (warm, enthusiastic, authentic, indulgent) with examples of "do's and don'ts" for anyone creating content. Reference values like "homemade," "Chef Joan," and "Irish hospitality."
• •Know Your Audience: Understand who you're talking to. The language on TikTok might be more playful and informal than a B2B proposal for corporate gifting, but the underlying warmth and enthusiasm should remain.
• •Use Storytelling: Share the story of Chef Joan, the family business aspect, the inspiration behind new products, or customer experiences to reinforce authenticity and connection.
• •Be Visually Consistent: Ensure your photos and videos match your tone – warm lighting, appetizing food shots, happy people (staff/customers), and a cozy, inviting aesthetic.
• •Engage Authentically: When responding to comments and messages on social media or review sites, maintain the friendly, appreciative, and helpful tone. Address any negative feedback with understanding and a commitment to your values of hospitality and quality.

Social Perception

Positive: The majority of customer reviews and social media interactions are positive. Customers praise the taste and quality of the food, the pleasant atmosphere of the physical locations, and the friendliness of the staff. Known for Treats: Especially recognized for their cookies ("Crumbls"), cakes, and other baked goods. Good for Gifting: Their letterbox packages and branded cookies are popular for personal and corporate gifts. Vegan-Friendly Options: Appreciated by customers looking for vegan choices. Engaging Online Presence: Their active and fun TikTok and Instagram presence seems to resonate well with their audience, building excitement for new products and offers.

Copy Examples

• •Instagram Post (New Cookie Launch): "Say HELLO to your newest obsession! 😍 Our bakers have been giggling with glee over this one, and now it's YOUR turn to taste the magic. Freshly baked, packed with love (and a secret sprinkle of joy!), this treat is waiting to make your day. Pop into our bakery or order online – go on, you deserve this! ✨ #Coffeelicious #NewTreat #HomemadeGoodness #SweetIndulgence #DordrechtDelights"
• •Website Banner (Letterbox Gifts): "Surprise someone special (or yourself!) 💌 Our beloved homemade treats, beautifully packaged and delivered right through their letterbox. From Chef Joan's kitchen to their cozy couch – spreading happiness, one delicious bite at a time. Order your little box of joy today!"
• •TikTok Video Caption (Behind the Scenes - Baking): "Whisking up some Wednesday magic! 🌪️😉 Ever wonder how we get that perfect Coffeelicious swirl? Here's a little peek! Pssst... the secret ingredient is always a dash of fun! What should Chef Joan bake next? Let us know! 👇 #CoffeeliciousBakery #BakingFun #FamilyBusiness #SweetTreats #FYP #Dordrecht"
• •Facebook Ad (Weekend Special): "Weekend plans? Make them Coffeelicious! ☕🍰 Gather your favourite people and sink into our cozy corner with a warm cuppa and a slice of heaven. From our famous cakes to savoury brunch delights, we've got your cravings covered. See you soon in [Location]! #CoffeeliciousWeekend #CafeVibes #TreatYourself #RotterdamEats #TheHagueFood"
• •Email Newsletter Subject (Seasonal Offer): "🍂 Warm Hugs & Autumn Bakes from Coffeelicious! 🍂 Body Snippet: Hello [Customer Name], as the leaves turn golden, our ovens are fired up with the coziest autumn treats! Imagine this: a warm cinnamon roll, a perfectly brewed coffee, and a moment all to yourself. That's the Coffeelicious feeling we love to share. Discover our new seasonal menu and bring a little extra warmth to your day..."